Contactar Esade

Master Project: Business Plan (18CBA85310)

General information






S semester

ECTS Credits:


Teaching Staff:

Group Teacher Department Language
Rita Rueff Negrao Mendonça Lopes Esade ENG
Joan Riera Calvo Dirección General y Estrategia ENG

Group Teacher Department Language
Ed: 1 Joan Riera Calvo Dirección General y Estrategia ENG


Bring to the Business Plan development your passion and inquisitiveness, as well as the wealth of own experiences and insights, stories you have heard, seen, or read about, that feature famous and unknown men and women who have changed the way we live and work!

Previous Knowledge

The integrative nature of the course requires bringing together and connecting concepts and insights you have learnt in other courses, such as strategic management, marketing, operations, finance and human resources, among others.

Workload distribution

The course zeros in on critical milestones and challenges faced by entrepreneurs in their start-up journey. We will work on the dimensions and dynamics of the entrepreneurial process; assist you in the identification of ideas for new ventures and the assessment of their potential to become real business opportunities; guide you through the ideas' development into successful business models; and equip you with knowledge and tools to develop the business plan of the new venture.


This is a unique opportunity to experience the entrepreneurial process in a laboratory; an essential test before you become a -real- entrepreneur. It is also interesting when you are evaluating opportunities, providing a global perspective for any business. Even in big corporations, any executive should be able to develop a business plan for a new department, business unit or a spinoff company.

We will assign you a coach that will assist you while you are in the driver seat as a CEO of your own venture. You will be equipped with the knowledge, skills, and experiences to make your aspirations become reality.

This course is designed for students who have chosen the Business Plan Project track. It seeks to acquaint participants with the content and process of elaboration of such project. We will cover the critical factors and dimensions in starting up a new venture, including the the role of a business plan in addressing those.


Course Learning Objectives

This course will facilitate participants in:
1. Integrating knowledge, tools, and skills acquired in previous phases of the MSc programme;
2. Using a model that integrates four main dimensions of entrepreneurship: the entrepreneurial team, the opportunity, the resources, and the context
3. Identifying business ideas and developing business models for new venture creation;
4. Pitching and selling your new business effectively, both orally and in writing;
5. Living the entrepreneurial process.


1. Introduction

The Entrepreneurial Process.

2. The search and evaluation of business ideas + Business Model

Detecting the most promising business opportunities & Defining winning business models.

3. Business Plan

Planning the success.

4. Pitching your idea

How to sell your business idea in 5 minutes


The learning is based in case discussions, theoretical presentations and self-directed learning based on recommended readings.

We will assign you a personal coach to help you in this process. We have more than 30 mentors who are investors, entrepreneurs, and top executives.

Assessment criteria

The FINAL GRADE is going to be 100% based on the FINAL BUSINESS PLAN, following this structure:

- 70%: final DOCUMENT
- 30%: final PRESENTATION

You will have 15 minutes to present plus 10 minutes for Q&A. Note that we will keep strict time control. A minimum of 2 evaluators will attend your pitch, which has an impact on your final grading.
This is an EXAM, so you have to make sure that the presentation conveys well the idea, the business model, and the essentials of the business plan (sales and marketing, operations, human resources and finance).


Recommended Textbooks:

Timmons, J.A. and Spinelli, S. (2007). New Venture Creation: Entrepreneurship for the 21st century. Boston: Irwin/McGraw-Hill.

A. Osterwalder and Y. Pigneur, Business Model Generation, New Jersey; John Wiley & Sons, Inc., 2010.
Bygrave, W.D. and A. Zacharakis (Eds.) (2004) The Portable MBA in Entrepreneurship, 3rd ed. New Jersey: John Wiley & Sons.

Hisrich, R.D., M.P. Peters and D.A. Shepherd (Eds.) (2004) Entrepreneurship, 6th ed. New York: McGraw-Hill.

Drucker, P. (1993). Innovation and Entrepreneurship. Collins.

Zacharakis, A. (2004). Writing a Business Plan. In Bygrave, W.D. and Zacharakis, A. (Eds.) The Portable MBA in Entrepreneurship. John Wiley and Sons, Inc.

Kawasaki, G. (2001). The Top Ten Lies of Entrepreneurs. Harvard Business Review, January, 2-3.

Magretta, J. (2002). Why Business Models Matter. Harvard Business Review, May, pp. 86-92.

Hamermesh, R.G., Marshall, P.W., Pirmohamed, T. (2002). Note on Business Model Analysis for the Entrepreneur. Harvard Business School, 9-802-048.

Bricklin, D. (2001). Natural-Born Entrepreneur. Harvard Business Review, 122-127.

Eric Ries, (2011). The Lean Start up: how constant innovation creates radically successful businesses, Portfolio Penguin.

Steve Blank, Bob Dorf (2012). The start up owner's manual: the step-by-step guide for building a great company, K&S Ranch.

John Mullins, Randy Komisar (2009). Getting to plan B: Breaking through to a better business model, Harvard Business Press.

Ash Maurya, (2012). Running lean: iterate from plan A to a plan that works, O'Reilly Media, Inc.

Timetable and sections

Group Teacher Department
Rita Rueff Negrao Mendonça Lopes Esade
Joan Riera Calvo Dirección General y Estrategia


From 2018/11/26 to 2018/11/30:
Monday and Friday from 12:00 to 14:00.

Friday 2019/2/15 from 12:30 to 13:30.

Thursday 2019/10/31 from 8:00 to 8:1.

Group Teacher Department
Ed: 1 Joan Riera Calvo Dirección General y Estrategia

Timetable Ed: 1

Monday 2019/7/15 from 8:00 to 8:1.